business growth strategy for wood flooring
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1
Dennis Ooi
Becoming the Growth Champion Dennis Ooi
ABC CO
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Dennis Ooi
Agenda:
1
2
3
Industry Trends
Analysis of ABC CO
Becoming the Growth Champion
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1 Industry Trends
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To
Growth
Narrow Product Lines
Full Product Lines
Key Success Factors
Quality, Style, Services
Co. Size, Technology, Efficiency => Quality, Style, Services
Social Responsibility
Helping People
Reclaiming and recycling used products
International Import
Filling scarcity
Chinese players becoming major competitors
Distribution
Independent Specialty Stores
Big Box
Customer Preference
Home decorating on purchase of new house
Redecorating, Remodeling, Home improvement
Flooring Fashion
Narrow Range
Wide Range + Exotic
Globalisation
Horizontal Integration
Backward and Forward Integration
Major Industry Trends
From
From
To
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Dennis Ooi
Big Box is gaining control
Changing nature of the distribution channels
Flooring sales have shifted from specialty stores to large home center
The relationships between manufacturers and distributors/retailers have been strained by the emergence of home center
Some are challenged to fill up factories, must take on high volume/low margin business in the home center channel
The retailers are extracting more value from the value chain than manufacturers
Within 10 years, the number of independent floor covering stores in the US will decrease to 6,000 from current 12,000 (Source: Floor Covering Institute blog)
Laminate Flooring - Distribution Channel Trends by Retail Outlet
Source: Pfleiderer’s Corporate Presentation, Floor Covering Weekly Research, Uniboard Market Intelligence
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Dennis Ooi
Changing Customer Preference
Home Decorating
• more interest due to popular redecorating, remodeling, and home improvement television programs
• partnerships for branding, labeling, and merchandising are important to the industry
• cooperative advertising programs often cross promote flooring products
Mass Customization
• floorcovering shopper is more informed and sophisticated and willing to pay for quality but have higher expectations with a fashions and design focus
• customers want a choice of color and design and many are demanding personalization in their flooring
• offer customers a unique product
Home Centers
• home centers now account for 35% of all retail flooring sales and many of their customers seek cash and carry solutions.
• In new home construction, carpet is losing the dining and living rooms to hardwood
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Dennis Ooi
Flooring Fashion = + Exotic
Design Driven
Mannington’s Earth’s Elements
Sino-Maple’s tile design
Armstrong unique parquet
Tigerwood from Johnson
Raw Beauty
Welimade Bamboo
Home Legends
Pinnacle’s Country Classics
Anderson’s Tropical Reflections
Mannington’s Earth’s Elements
Simplicity
Mullican’s Castillian Collection
Colour Spectrum
Combine Shaw carpet with Anderson hardwood, creating a value proposition
Finish Line
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Dennis Ooi
Globalization: large players cornering the market La
rge
Ma
nu
factu
rers
’
Mo
bil
ity A
dva
nta
ge
s
> Strong foreign presence (e.g Amstrong, Flooring plants: 15 in US and 7 outside US)
> Seek to gain competitive advantage by excelling in responsiveness through their distribution networks with strong transportation links
Mo
bil
ity a
nd
En
try B
arr
iers
to
Sm
all
Ma
nu
factu
rers
> Challenging to develop export markets
> Weak transportation links undermine distribution and frustrate efforts to provide consistent delivery and customer service
> Face huge investment costs for transportation, warehousing, and other related costs
> Advertising costs for building a brand related to new products are costly
> Obtaining new downstream accounts can be difficult due to existing relationships and exclusive licensing of some products
> Necessity to sell through third party distributors in order to reach the retail level (margin suffered)
Backward + Forward Integration
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Growth through Acquisition: expanding product lines and distribution channel
Prior to 2000
2001 - 2003 2004 - 2006 2007 - Present
Focus on soft surface acquisitions
Acquired Dal-tile – leading ceramic position
Acquired Unilin – leading laminate position
Acquired Columbia Wood Flooring – leading wood position
Focus on soft surface acquisitions
Opened state-of-the-art laminate manufacturing facility, first step into hard surface flooring
Acquired the north Georgia operations of the Dixie Group
Acquired Anderson Hardwood Floors
- -
Acquired the engineered wood activities of Kunz- Group
Acquired Pergo- Group – becoming fully integrated manufacturer of laminated flooring
- - -
Acquired Elegant Living in China, added approx. 550 outlets
Acquired Brewster in Australia, added 6 warehouses and distribution outlets
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Dennis Ooi
Key Success Factors (KSF) : Size
2009 Financial Performance
Sales Growth Profit / (Loss) GP Margin
Armstrong -18% $78 Million 22%
The Dixie Group -28% ($42 Million) 26%
Mohawk Industries -22% ($6 Million) 23%
Pfleiderer -22% ($86 Million) 24%
Tarkett -17% $86 Million 23%
Junckers Ltd -22% ($4.3 Million) 25%
Kingfisher plc 5% $577 Million 36%
Lowe’s Companies -2% $1.8 Billion 35%
Home Depot -7% $2.6 Billion 34%
Lumber Liquidators 13% $27 Million 36%
The Industry Giants are slightly affected by US Subprime mortgage crisis and have been holding on very well
Do
wn
str
ea
m
Up
str
ea
m
Combined Average
51%
Average 24%
Average 35% and the Sales CAGR (1997 – 2007) was 5.3%, the retailers are extracting more value from the value chain than manufacturers
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KSF : Technology and Efficiency
Increasing ability to compete
performance quality style service
Continuing investment
advanced manufacturing
data processing equipment
marketing strategy
distribution systems
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Technology and Efficiency = KSF Lumber Liquidators (LL)
Strategies applied by one of the most successful retailers
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Social Responsibility, Recycling and Reverse Supply Chain Logistics
Industry is focusing on recycling as well as reuse
Reclamation to reduce amount of waste entering landfills
Reducing the production impact on both air and water resources
Working with the “big box” retailers to recover post-consumer wastes
Substitutes for current products that offer sustainability include both bamboo
and cork flooring
Each market is different in their environmental concerns (e.g. in Europe, buyers
are concerned about whether products are made in an environmentally friendly
manner and want to know if products are made with recycled material or
through other sustainable processes)
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Dennis Ooi
International Imports
Chinese manufacturers have become the number one importer and the main competitor of U.S.-based flooring manufacturers
The International Trade Commission has confirmed that flooring imports into the U.S. are growing more quickly than domestic production. This means that foreign suppliers are growing their market share at the expense of U.S. manufacturers.
The growth of imports has been driven by a shift in preferences toward finished flooring (which has a higher labor content), exotic species and engineered flooring
Illegal logging, which is more common in other countries, also enhances the price advantages of foreign suppliers
The growth in popularity and acceptance of laminate flooring benefits flooring importers
US Vinyl Flooring Imports
US Wood Flooring Imports
Source: Foreign Competition Report for the U.S. Building Products Industry, Jordan, Knauff & Company
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Dennis Ooi
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Summary
+
Continuously increased in Leading players are
• The size of large, “leading” intermediate customer (big box)
• Knowledge and expectation of end customers
• The breath of the product range available in the market for the end customers
• Aggressively integrating across businesses, activities, and geographies
• Continuously investing in advanced manufacturing, data processing equipment, marketing strategy and distribution systems
= Limiting the space for ABC CO growth based on current business model
• Entry of low cost producers from China
• Over supply in the market
+
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2 Analysis of ABC CO
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Overall Performance
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
2004 2005 2006 2007 2008 2009
Ekowood’s Average Annual Sales Growth and GP Margin
US Subprime mortgage crisis
Post Crisis, ABC CO’s growth rate and GP Margin have been affected by both economy-driven and competition-driven issues
Sales Growth
GP Margin
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Dennis Ooi
Bargaining Power
• Takenaka Corporation Japan, Construction Firm
• GP Embelton and Co Ltd Australia, Producer and Distributor
• True Grid Flooring Distributors Australia, Producer and Distributor
• Shaw Industries Inc USA, Producer and Wholesaler
• Long Floor Supply Inc USA, Distributor
• Lionvest Trading (UK) Pte Ltd UK, Wholesaler
• Vepal A/S, Italy (Now known as Berti Pavimenti Legno), Producer and Wholesaler
• RMK Limited Ireland, Wholesaler • Friedrich Klumpp GmbH, Coating
Producer • Maderpark 2000 SL Spain, Distributor
ABC CO is dealing with price sensitive expert buyers who have strong bargaining power, low brand loyalty, plenty of supply alternatives, and is relying on them to promote its brand
Source: 2004 IPO Prospectus
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Dennis Ooi
Product and Service Positioning
•Retail Price
•Log selection system
•Production process
•Texture
•Grain
•Colour
•Ease of Maintenance
•Hardness
•Natural Decay Resistance
•Durable covering
•Dimensional stability
•Surface durability
•Workability
•Ease in finishing
•Moisture content
•Lifetime
•UV-protection
Pro
duct
Featu
res
•Convenience of location
•Consistency of supply
•Responsiveness
•Species Education
•Floor Caring Education
•Installation Services
•Web Information
•Reputation
•Variety of options and upgrades offered
•Warranties Serv
ice F
eatu
res
Australia
Malaysia
US
Spain
UK
China
Italy
Germany
ABC
Need to determine the positioning of ABC CO as compared to the relevant players in various countries, my resources are insufficient to do so
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Dennis Ooi
3 Becoming the Growth Champion
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Dennis Ooi
Value Innovation 1. Industry Forget industry analysis; many constraints are imaginary 2. Competition Forget what competitors are doing, focus on adding value 3. Markets Go for big blocks of customers; let some customers go 4. Capabilities Forget current assets; ask “What if we were starting over?” 5. Products Forget conventional products; figure out what customers need
The Theme
Competing to be the Best
Competing to be Unique
The worst error in strategy is to compete with rivals on the same dimensions
Source: Blue Ocean Strategy, Kim and Mauborgne, Harvard Business Review (Jan/Feb, 1997)
Source: Professor Michael E. Porter Harvard Business School
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Dennis Ooi
Proposed Transformation
Currently Outsourced
Competing to be the Best
+ Mobile Showroom and
Franchising
+ ABC CO Floorcovering
Institute
+ ABC CO Floor Surface
Treatment and Care Products
+ Creative
Communications
From To
Competing to be Unique
Pro
gre
ssively
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Dennis Ooi
+ Mobile Showroom and Franchising
+ ABC CO Floorcovering Institute
+ ABC CO Floor Surface Treatment and Care Products
+ Creative Communications
Competing to be Unique • Large, “leading” customers tend to attract the most competition and be the most demanding
Find the attractive customers
• Nurture and support alternative channels that bypass powerful intermediaries or cultivate new customer groups
Grow alternative channels
• Temper the power of the immediate customer by appealing directly to the end consumer
Create end user pull
• Strategic positioning to increase unique value to the customer
Be different, not better
Proposed Transformation
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Out target + M’sia
Find the attractive customers
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Dennis Ooi
Total 467,000
High net worth individuals, HNWI
(NW> USD 1 million)
Find the attractive customers
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Dennis Ooi
Population Malaysia China India Indonesia Total
Total 28,250,000 1,338,612,968 1,183,120,000 229,965,000
HNWI 15,364 364,000 84,000 19,000 482,364
% HNWI 0.0544% 0.0272% 0.0071% 0.0083%
GDP (nominal) per capita 6,897 3,678 1,031 2,329
Note
Total Population Targeted 1 482,364
% Potential Sales p.a 2 1.00%
No of Installation p.a. 1 X 2 = 3 4,824
Average sq ft 4 2,000
Total Installation (sq ft) 3 X 4 = 5 9,647,273
Industry Average Price
Hardwood (USD) per sq. ft. 6 4.83
Retail + Manufacturing GP% 7 50%
Gross Profit (USD) per sq. ft. 6 X 7 = 8 2.42
Installation Services (USD) per sq. ft. 9 2.50
GP% 10 70%
Gross Profit (USD) per sq. ft. 9 X 10 = 11 1.75
Total Sales (USD) per sq. ft. 6 + 9 = 12 7.33
Total Gross Profit (USD) per sq. ft. 8 + 11 = 13 4.17
Note
Forex Rate 14 3.2035
Total Sales (RM) per sq. ft. 12 X 14 = 15 23.48
Total Gross Profit (RM) per sq. ft. 13 X 14 = 16 13.34
Total Revenue (RM) 15 X 5 226,533,943
Total Gross Profit (RM) 16 X 5 128,719,491
Item 2, 4, 9, 10 : based on personal estimation Item 6 and 7: please refer to previous slide page 10 and 12 No of HNWI in Malaysia is not available and it is estimated based on 2 times the HNWI in China (0.0272% X 2 = 0.0544%)
*
*
Source: Capgemini and Merrill Lynch Wealth Management, 2009 Asia Pacific Wealth Report, IMF, Wiki
Expected additional potential revenue p.a. of RM226 million in the 5th year
Find the attractive customers
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Dennis Ooi
www.ABC CO.com
(+) 3 layers of GP Margin (Manufacturing 24%, Retailing 35%, Installation 50%)
(+) If successful, it will be another major channel of distribution.
(-) Payback period for the investment in trucks (e.g. RM1mill for 4 units) maybe stretched (>3 yrs)
Consumers like the idea of shopping for floor covering when it’s convenient to them, in their own home, with their own lighting and décor.
Shop at home, bringing personal service closer to customer.
Alternative Channel : Mobile Showroom + Franchising
Value Proposition
• Numerous station near various luxury residential areas
• Hardware & software program for in home measurement and quotes
• Perform demo to customers (hardness and moisture test)
• Provide education on wood species, floor caring, and installation method
• Capture information about prospective customers preferences, lifestyles, flooring interests, etc. useful for further dialogue
Distinctive Activities Customer Needs
Risk / benefits to ABC CO
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Dennis Ooi
Create End User Pulls: ABC CO Floorcovering Institute CPD Seminars
(+) Establish a network of architects who will recommend our products
(+) Can be used as referral system where architects are allowed to collect CPD points for free if they use our products
(-) Unable to recoup the cost of conducting the seminar
Architects need to collect CPD points annually
Seminars (Accredited Core Curriculum)
Value Proposition
• Installation of Hardwood Flooring (Seminar)
• Maintenance and Finishes for Hardwood Flooring (Seminar)
• Selecting and Specifying the Correct Hardwood Floor (Seminar)
Distinctive Activities Customer Needs
Risk / benefits to ABC CO Architects
End Users
Free CPD Seminar
Recommendation
Buy
Same concept can be applied to real estate agents and interior designers
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Dennis Ooi
Create End User Pulls: ABC CO Floorcovering Institute Certified Floorcovering Installers (CFI)
• Short supply of quality wood flooring
contractors • Existing wood flooring contractors often
have their own way of doing things • Installers seldom use knee pads, respirators,
ear muffs and glasses • The many challenges to a high-quality job-
site-finished floor have translated into good business for factory-finished products (e.g. laminate, rug and carpet)
• Low quality installation and sanding spoil the image of the products and manufacturers
• ABC CO is the sole certification provider in
the Asia Pacific region • Further increasing the professionalism of
the wood flooring industry • As a education hub to the Asia Pacific
region for training certified floorcovering installers
Value Proposition
• Be the major source of new trainees for the
trade • Ultimately development of post high school
training program(s) in the Asia Pacific region • Facilitate Teacher Training • Provide Work Experience • Part Time Job Options • Post High School Job Options • Referral to Formal Training Programs • Subsidize Materials and Training
Distinctive Activities
Issues
• Consumers have a high expectations for the
finished product and they want a furniture- grade finish on a wood floor
• As floors are becoming more of a design point, specifiers are looking for that edge that will make their floor a little different
Customer Needs
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Dennis Ooi
(+) Control the downstream and increase end users willingness to pay
(+) This business model can work effectively in many countries where installers are not professionally train. (e.g. In China, massive amounts of wood flooring being produced, but not being installed)
(-) Grooming a CFI, take about 3 years, the payback period maybe stretched
Risk / Rewards to ABC CO
Create End User Pulls: ABC CO Floorcovering Institute Certified Floor Covering Installers
Provide job opportunity
Groom CFI to be the manager of
mobile showroom or franchise
holders
Customer get used to the high quality finishing and professional
work
work with the local government
to make CFI a compulsory to
protect consumer
ABC CO monopolizes the
market
www.ABC CO.com
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Dennis Ooi
Create End User Pulls: ABC CO Floor Surface Treatment and Care Products
(+) Consistently remind customer of ABC CO brand
(+) Can be used as free gifts for first time customer or as part the referral system
(-) Minimal
Consumers want the floor to look good all the time
Provide convenience to the customer in caring and maintaining the wooden floor
Value Proposition
• Direct customer interaction through direct mail, telephone, and the Internet
• Delivers the products to customers’ homes
• Send as free gifts to previous customers and ask for referral
Distinctive Activities Customer Needs
Risk / benefits to ABC CO
Floor Care Manual
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Dennis Ooi
The Creative Brief
Get Targeted segment, staff, community
Who visit, buy, own, enjoy, think about ABC CO
To have a better perception about the company
By delivering a consistent Brand communication
Thru testimonials, PR activities, events sponsorship,
positioning statement, employer branding, seminars
While retaining a message of Diverse, History and
Excellence
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Create End User Pulls: Creative Communications
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Dennis Ooi
• Clear and consistent brand image
• Uniform styles
• In all forms of written and visual communication
Colours used with online publications
Logo appearing in most documents
The Creative Brief
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Create End User Pulls: Creative Communications
Should black be used?
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Dennis Ooi
Testimonials PR Activities Employer Branding
Seminars Events
Sponsorships / CSR
Obtain satisfaction endorsement from previous customers (written and video)
Creates corporate video, showcase all the previous floor installed
Create past success stories in the form of articles / case studies
Contribute newspaper articles discussing about
1) The latest installation method used by ABC CO
2) The house price appreciation enjoyed by the previous ABC CO customers
3) How the design of floor covering could affect your emotion, hence your life
Becoming the authorized employer for Chartered Accountancy Training
Work with accredited schools to train floor covering experts
“Techniques for wood flooring condition assessments”
“Formulating an appropriate corporate real estate strategy”
“Planning your future by choosing the right flooring”
“How the design of floor covering could affect your emotion, hence your life”
Give out bags and T-shirts with ABC CO logo to orphanage homes
Organise and sponsor major sport events like marathon to be held in major private colleges
Sponsor major transplant surgery performed by IJN.
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Create End User Pulls: Creative Communications
Targeting people looking for new property, and for us to collect name card and build the marketing database
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Dennis Ooi
Private Hospitals
Targeting: High Net Worth Medical Patients
ABC CO newsletter as a reading material for patient
Infomercials for inpatient entertainment
5Star Hotels
Targeting: : High Net Worth Individual
ABC CO newsletter as a reading material for hotel guest
Infomercials for entertaining staying in guests
Charter Flight Companies
Targeting: High Net Worth Individual
ABC CO newsletter as a reading material at the waiting lounge
Infomercials for In-Flight entertainment
Banks
Targeting: Credit Card members and Private Banking clients
ABC CO newsletter as a reading material at the waiting area
Infomercials entertainment at the waiting area
Golf / Japanese Club
Targeting: Expatriate
Special ABC CO Magazine in foreign
language
Infomercials entertainment at the waiting area
Joint funding of campaigns; training and support
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Create End User Pulls: Creative Communications
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Dennis Ooi
The Client’s Brief
Get potential, new and old customers
Who visit, ask, own, enjoy, think about ABC CO
To realise the brand promise
By delivering service, recognising, creating convenience, providing information, being helpful
Thru Welcome Kit, Loyalty Communications, Prospect Prioritization/Extending the Dialogue, ABC CO Magazine, ABC CO Owner’s Circle, Cross Sell and Up Sell Marketing, Opportunistic “Quick Win” Programs
While retaining a message of Diverse, History and Excellence
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Create End User Pulls: Creative Communications
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Dennis Ooi
Marketing Database
Data Access & Analysis Software
Customer Transactions
Marketing Staff
Inputs from Frontline, Phone, Web
Appended Data &
Modeling
Customer Service
Web Site
Create a central system of measurement to
record a broad range of information on ABC CO customer
Campaign, response, and lifestyle data
>100 appended individual and household data points
monitors communications and response from prospects and customers
Measurement includes cost per response and cost per sale
view the full shopper-owner cycle from first point of contact, through sale and cross sale
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Create End User Pulls: Creative Communications
Central system of measurement
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Dennis Ooi
Core Communications Program
General Goals:
• Immersion in the ABC CO Experience
• Promotion of Owner’s Circle
• Refer new customers to ABC CO
> 5 years products owners. Goals:
• Increase the repurchase rate
• Multiple installation in each household
• Refer new customers to ABC CO
To new product owners, Goals:
• Purchase other ABC CO products
• Capture information about their preferences, lifestyles, change in flooring interests, etc. useful for further dialogue
Welcome Kit
Loyalty Communic
ations
Extending the Dialogue
Newsletter
ABC CO Owner’s Circle
Multiple Installation Programs
Opportunistic “Quick Win” Programs
ABC CO Loyalty initiatives cover the entire ownership experience
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Create End User Pulls: Creative Communications
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Dennis Ooi
The way people see
• Visual
• Caption
• Headline
• Copy
• Signature (Advertisers logo, name, contact information)
Appeal to the need
• Comfort to walk upon
• Need for aesthetic sensation
• Hassle free (minimal maintenance required)
• Adds to the future value of home
• Need for prominence
• Need to feel safe
• Physiological need
Example
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Create End User Pulls: Creative Communications
Emphasize on Appealing Design for All Marketing Material
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Dennis Ooi
Create End User Pulls: Creative Communications
First glance focus point in the order numbered
1st
2nd
3rd
Need effort to focus on the flooring
1st
2nd
3rd
1st
2nd
3rd
It should in this order!
Logo colour not consistent
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Dennis Ooi
Communicating the Green Advantages of Wood to Our Customers
• It is important to know that cutting one tree provides the opportunity for another to grow and
that harvesting trees as a part of forestry is not the same as deforestation.
• Money generated from wood products can help to ensure the continued existence of the forest by
providing the private landowner an incentive not to convert forestland to another use.
Create End User Pulls: Creative Communications
• salespeople need to believe in the green story and be well-versed in the environmental aspects of our product as well as environmental issues in general, including any differing requirements of certification agencies.
Personal selling
• ABC CO advertising should emphasize the core competencies, including those that are focused on green, such as environmental certification.
Advertising
• because green is a hot topic in society, free exposure in the media is easy to obtain. A change in product composition and an accompanying press release can result in news coverage and potentially free stories in key trade journals.
Public relations
• mailers and brochures, as well as e-mails, Web pages and other e-based forms of communication should help to carry the green theme.
Direct marketing
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Dennis Ooi
Be Different, Not Better: Creating unique value to the customer
High quality finishing
Delighted Customer Service
Green effort
Mobile sales
Highly adaptable
store model
Certified Installer
Flexible remunera
tion
CSR
Clear career path
PR activities
Creative communicat
ions
Low start-
up costs
Flexible timetable
Strong brand recognition
Present in new and existing residential
areas
Free Gifts
Increase in Sales
Lean and highly
productive Crews
Care and Maintena
nce Products
Academy
CPD
Specifiers
Architects
Interior Designers
Premium Prices
Modern flooring tools /
sanding machines
Mutually Reinforcing Activities
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Dennis Ooi
Growing Strategically
1. Make the tested strategy even more distinctive
- Introduce new technologies, features, products or services that are tailored to the chosen strategy and which leverage other distinctive activities within the value chain of ABC CO
2. Deepen the selected strategic position rather than broaden it
- Raise the penetration of chosen customers / needs
3. Expand geographically to tap new regions or countries using the same
positioning
- Aggressively reposition foreign acquisitions around ABC CO’s strategy
4. Expand the market for what ABC CO can uniquely deliver
- Find other customers and segments that would most value the chosen strategy
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Dennis Ooi
Disclaimer
The list of suggestions presented in this presentation were developed based on the desk research I have performed and the judgement call I have made. As you may know, appropriate strategies could only be derived after going through a complete strategic planning process and desk research has a lot limitations, the data could be outdated, inaccurate and incomplete. My main objective is to convince you that I can contribute significantly to the sales growth of ABC CO by bringing in creative ways of business development not currently applied by the competition and are built on the current practises without over elaborating on the background information to justify the options selected. It is my intention to keep the information presented in this presentation short and concise as not to bore you. The suggestion that I have made are designed to exploit the weaknesses in the competition in developing countries, creating new competitive advantages for ABC CO, and hence, achieving the objective of maximising ABC CO growth.
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Dennis Ooi
Thank You very much
for your attention
Dennis Ooi +6012 2082 789
kokpeow@gmail.com
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